MORIS design: Plzeňský Prazdroj

Client: Plzeňský Prazdroj, a. s.
Segment: Alcoholic beverage
Realization: 2017

About project

The new beer section's dominant feature is the use of the element of light, and its colour shades. The exposition's lighting constantly changes intensity, and is never the same. The ceiling lights evoke a magnification of pulsating beer foam. Together with the navigation, this effect is easily identifiable both from remote locations throughout the store, and directly on site.

The exposition is completed by an untraditionally conceived categorisation, which utilises the transparency and colourfulness of the material in the tones of the beer bottle itself. The individual categories are highlighted by reflective RGB lighting, which plays with the embossed aluminium sheet's structure.